Glasses of Drought|海报/平面|广告营销案例【ADGuider广告指南】

干旱的眼镜

案例简介：背景从历史上看，Finish专注于产品驱动的绩效沟通，但要保持我们在消费者心中的领导地位，因此就市场份额而言，需要一种沟通，这种沟通有能力通过为品牌建立新的目标来建立情感纽带。我们将品牌的核心价值 “闪耀” 与品牌的宗旨捆绑在一起，并提出了 “更光明的未来” 的概念。我们想谈论一个更光明的未来，我们发现了一个关于洗碗的令人震惊的事实，一年内我们每次在预冲洗时浪费的水量 (57升) 等于一个中等大小的湖泊。几十年来，眼镜一直是光泽的象征。现在，他们还可以帮助我们为更光明的未来讲述一个不同的故事。描述创意 (投票40%) 土耳其是一个三面环海的国家，经历了四个季节。在这种情况下，目标受众无法理解土耳其在11年后变得缺水的想法。首先，我们需要接触有影响力的人，用一种有影响力的方法让他们意识到这一令人震惊的消息。一年内预冲洗浪费的水量等于一个中型湖泊。所以，我们决定从最令人震惊的证据开始。干燥湖泊。 “干旱杯”: 5杯。为土耳其的5个湖泊设计的5个特殊眼镜，这些湖泊严重感受到干旱的迹象。每个玻璃杯可以容纳的水量相当于某个湖泊中残留的水的百分比。因此，您只能喝湖泊目前所容纳的水，而不能喝更多。描述执行 (投票40%) 我们发现了缺水最严重的湖泊。研究了地形，并将它们变成了定制的眼镜。5个湖泊，5个玻璃杯。 3月22日是世界水日。但对土耳其来说，这也是我们最大的经济论坛 -- 中东达沃斯的日子。顶级政客，经济学家，商人，最重要的是新闻界都受到了充分关注。我们黑了这个事件。眼镜被放在整个演讲者的桌子上，同时散布在活动场地中。这是一个绝佳的机会，可以接触到几乎所有有影响力的人。我们的眼镜帮助我们与首席执行官、政治家、学者、媒体大亨甚至外国投资者交流我们的信息。列出结果 (投票20%) 0，500万美元pr值是用一组5杯获得的。 16、9万媒体印象和6,2万媒体获得了媒体价值。

干旱的眼镜

案例简介：Background Historically Finish focused on product driven performance communication but keeping our leadership in the hearts of our consumers and consequently in terms of market share required a communication that had the power to create an emotional bond through building a new purpose for the brand. We tied the brand’s core value “shine” to the purpose of the brand and came up with the concept of a “brighter future”. We wanted to talk about a brighter future, and we unearthed an alarming fact about dish washing, the amount of water we waste each time (57 liter) on pre-rinse in one year is equal to a mid-sized lake. Glasses have been the symbol of shine for decades for Finish. Now they could also help us to tell a different story for a brighter future. Describe the creative idea (40% of vote) Turkey is a country surrounded by seas on three sides and experiencing all four seasons. When this is the case, it’s unimaginable for the target audience to grasp the idea of Turkey becoming water poor in 11 years’ time. First, we needed to reach people with influence and make them aware of the shocking news with an impactful approach. The amount of water wasted on pre-rinse in one year is equal to a mid-sized lake. So, we decided to start with the most alarming evidence. Drying lakes. ‘Glasses of Drought’: 5 glasses. 5 special glasses designed for 5 lakes of Turkey where the signs of drought are seriously felt. The amount of the water each glass can hold is equivalent to the percentage of water left in a certain lake. So, you can only drink as much as water as the lake currently holds, not a drop more. Describe the execution (40% of vote) We detected the lakes with the most devastating water loss. Researched the topography and turned them into custom made glasses. 5 lakes, 5 glasses. 22nd of March is the World Water Day. But for Turkey it’s also the day of our biggest economic forum, the Davos of the Middle East. The event where the top politicians, economists, businessman and most importantly the press is present with full attention. And we hacked the event. The glasses were placed on speakers’ desks all across while being spread out through the event venue. It was a perfect chance to reach almost everyone with influence. Our glasses helped us to engage our message with CEOs, politicians, academics, media moguls even foreign investors. List the results (20% of vote) 0,5 million USD PR value was earned with a set of 5 glasses. 16,9 Million media impression and 6,2 Million earned media value.